Skip to main content
Sister Publication Links
  • Automotive News
  • Automotive News Europe
  • Automotive News China
  • Automobilwoche
Subscribe
  • Subscribe
  • login
  • HOME
  • News
    • News by Brand
    • Auto Shows
    • Canadians Abroad
    • Photo Galleries
    • Automakers
    • Suppliers
    • Retail
    • Dealer Best Practices
    • Government Relations
    • Trade and Tariffs
    • Technology
    • Labour
    • Aston Martin
    • BMW
      • Mini
      • Rolls Royce
    • Daimler
      • Mercedes Benz
      • Smart
    • Ferrari
    • Ford
      • Lincoln
    • General Motors
      • Buick
      • Cadillac
      • Chevrolet
      • GMC
    • Honda
      • Acura
    • Hyundai
      • Kia
    • Mazda
    • Mitsubishi
    • Nissan
      • Infiniti
    • Stellantis
      • Alfa Romeo
      • Chrysler
      • Dodge
      • Fiat Chrysler
      • Jeep
      • Fiat
      • Lancia
      • Maserati
      • Ram
    • Subaru
    • Tata
      • Jaguar
      • Land Rover
    • Tesla
    • Toyota
      • Lexus
    • Volkswagen
      • Audi
      • Bentley
      • Bugatti
      • Lamborghini
      • Porsche
    • Volvo
    • VinFast
    • Toronto Auto Show
  • Opinion
    • Blogs
  • Video
  • Podcasts
  • EVENTS & AWARDS
    • 2021 Auto News Canada All Stars
    • 2021 Canadians To Watch
    • Best Dealerships To Work For
    • Canada Congress
    • Retail Forum: Dealer Discussions
    • Leading Women Roundtables
    • Embracing Diversity Roundtable
  • Jobs & Classifieds
  • +MORE
    • IN THE DRIVER'S SEAT
    • NEWSLETTERS
    • SUBSCRIBE
    • CLASSIFIEDS
    • PEOPLE ON THE MOVE
    • COMPANIES ON THE MOVE
    • WEBINARS
    • ADVERTISE WITH US
    • CONTACT US
    • DIGITAL EDITION
    • PUBLISHING PARTNERS
MENU
Breadcrumb
  1. Home
  2. Automakers
September 30, 2019 12:00 AM

Volvo lays out Canadian retail plan for its Polestar EV brand

Jeremy Sinek
  • Tweet
  • Share
  • Share
  • Email
  • More
    Print
    Polestar

    The Polestar 2, a five-door liftback, was displayed at Billy Bishop airport and at Union Station during September. That was followed by an invitation-only meet-and-greet with potential customers on Sept. 27.

    Polestar chose Toronto to debut the Polestar 2, its newest electric vehicle, despite the fact Ontario pulled the plug on its EV incentive program last summer.

    Polestar is the electric vehicle startup brand from Volvo, which is owned by Chinese automaker Geely.

    “Toronto was one of the markets that was most buoyant at this point, and will be in the future as well, not only because of the demographics of the customer but also the EV infrastructure,” said Greg Hembrough, head of Polestar Americas.

    The Polestar 2, a five-door liftback, was displayed at Billy Bishop airport and at Union Station during September. That was followed by an invitation-only meet-and-greet with potential customers on Sept. 27.

    The Polestar 2 is a mainstream model and follows the much more exotic Polestar 1 PHEV, of which Polestar is building (and has already pre-sold) 500 units for the 2020 model year. The Polestar 2 will debut as a highly-equipped Intro package for $69,900, before shipping; lower-priced models will come later.

    When the cars go on sale in June 2020, Polestar plans to have three Canadian outlets, one each in Toronto, Montreal and Vancouver. 

    “We are very close to finalizing our relationships” with retailers in those cities, Hembrough said.

    Each Polestar store will be owned and operated by an existing Volvo retailer but will have its own separate location and a very different modus operandi. Unlike Tesla-style direct sales, Polestar’s model is closer to that of Genesis, which is Hyundai’s luxury line. 

    There will be small — about 270-square-metre — retail “spaces” in high-traffic downtown locations with room for two or three vehicles and three or four no-commission product specialists with two or three demonstrators on hand nearby.

    “We will always have a retail partner in the North American market place [who] will always be involved in the negotiations and transacting with the customer,” Hembrough said.

    Dealers will carry no inventory. 

    “If a customer wishes to purchase a car the retailer will have the opportunity to order a vehicle or one that’s actually at the port of entry in Halifax, or in-bound on a ship,” Hembrough said.

    As for future expansion, Hembrough said Polestar would add more cities — Quebec City or Calgary, for example — rather than adding more points in an existing city. 

    “Our commitment is profitable growth, and we want to ensure the throughput of those retailers is at the point that they have the profitability and the return on sales before we start to move to more retailer,” he said.

    Service work will take place at the Volvo-retailer partner. Hembrough said this will involve minimal investment; about $1,500 for special tools, and certification of at least one technician. He noted that EVs need much less service work than conventional vehicles and 85 per cent of repairs don’t require a lift.

    Owners will be able to book their cars in with an App if desired, and complimentary pickup and drop-off of a loaner will be provided.

    RECOMMENDED FOR YOU
    Toyota breaks profit records as it shrugs off pandemic, semiconductor shortage
    Recommended for You
    Toyota vehicles on trailer Sendai, Japan Feb. 2022  BB web.jpg
    Toyota breaks profit records as it shrugs off pandemic, semiconductor shortage
    Stellantis logo 3 rtrs web.jpg
    Stellantis Q1 report: Revenue rose 12% but global shipments slipped
    Stellantis Windsor Signs
    Stellantis investing $3.6 billion in EV-focused assembly plants, R&D centres in Ontario
    Greta Cutulenco and David Linton
    Sponsored Content: Industry 4.0 brings unique challenges and opportunities to manufacturers
    Digital Edition
    May 2022 Cover
    View latest issue
    See our archive
    Sign up for free newsletters
    EMAIL ADDRESS

    Please enter a valid email address.

    Please enter your email address.

    Please verify captcha.

    Please select at least one newsletter to subscribe.

    You can unsubscribe at any time through links in these emails. For more information, see our Privacy Policy.

    THE BIG STORY: Catch up on the top news of the week with our video round up. We'll email you a summary of the video and a link to watch.
    Get Free Newsletters

    Sign up today for our Weekly Newsletter, Daily Newsletter and Breaking News Alerts. We'll deliver the news you need to know straight to your inbox.

    You can unsubscribe at any time through links in these emails. For more information, see our Privacy Policy.

    Subscribe Now

    An Automotive News Canada subscription includes 12 monthly issues – delivered in print to your doorstep, and digitally to your inbox – plus unlimited, 24/7 access to our website.

    Subscribe Now
    Connect With Us
    • Facebook
    • Twitter
    • Instagram

    Our Mission

    The Automotive News Canada mission is to be the primary source of industry news, data and understanding for the industry's decision-makers interested in Canada.

    Contact Us

    1155 Gratiot Ave
    Detroit MI 48207

    1-877-812-1257

    Email Us

    ISSN 2475-5001 (print)
    ISSN 2475-501X (online)

    Resources
    • About us
    • Contact Us
    • Digital Edition Archive
    • Advertise with Us
    • Reprints
    • Ad Choices Ad Choices
    • Sitemap
    Legal
    • Terms and Conditions
    • Privacy Policy
    • Privacy Request
    Automotive News Canada
    Copyright © 1996-2022. Crain Communications, Inc. All Rights Reserved.
    • HOME
    • News
      • News by Brand
        • Aston Martin
        • BMW
          • Mini
          • Rolls Royce
        • Daimler
          • Mercedes Benz
          • Smart
        • Ferrari
        • Ford
          • Lincoln
        • General Motors
          • Buick
          • Cadillac
          • Chevrolet
          • GMC
        • Honda
          • Acura
        • Hyundai
          • Kia
        • Mazda
        • Mitsubishi
        • Nissan
          • Infiniti
        • Stellantis
          • Alfa Romeo
          • Chrysler
          • Dodge
          • Fiat Chrysler
          • Jeep
          • Fiat
          • Lancia
          • Maserati
          • Ram
        • Subaru
        • Tata
          • Jaguar
          • Land Rover
        • Tesla
        • Toyota
          • Lexus
        • Volkswagen
          • Audi
          • Bentley
          • Bugatti
          • Lamborghini
          • Porsche
        • Volvo
        • VinFast
      • Auto Shows
        • Toronto Auto Show
      • Canadians Abroad
      • Photo Galleries
      • Automakers
      • Suppliers
      • Retail
      • Dealer Best Practices
      • Government Relations
      • Trade and Tariffs
      • Technology
      • Labour
    • Opinion
      • Blogs
    • Video
    • Podcasts
    • EVENTS & AWARDS
      • 2021 Auto News Canada All Stars
      • 2021 Canadians To Watch
      • Best Dealerships To Work For
      • Canada Congress
      • Retail Forum: Dealer Discussions
      • Leading Women Roundtables
      • Embracing Diversity Roundtable
    • Jobs & Classifieds
    • +MORE
      • IN THE DRIVER'S SEAT
      • NEWSLETTERS
      • SUBSCRIBE
      • CLASSIFIEDS
      • PEOPLE ON THE MOVE
      • COMPANIES ON THE MOVE
      • WEBINARS
      • ADVERTISE WITH US
      • CONTACT US
      • DIGITAL EDITION
      • PUBLISHING PARTNERS